Purchasing e-Bikes: Prioritization of Decision Factors Using AHP

Electric vehicles (EVs) play a critical role in mitigating emission of greenhouse gas and focusing on issue of global warming. Transitioning conventional transportation to EVs has been driven by recent developments in digital technology. Several nations are actively advocating adoption of EVs as part of their sustainable development goal efforts. Nevertheless, EVs are essential, its adoption rate is quite minimal. This research paper seeks to identify factors affecting users’ decisions to purchase electric bikes (e-bikes) in India. The study used analytic hierarchy process (AHP) to identify factors and its priorities. Using a survey-based methodology, data was gathered from a sample of 31 users who had recently purchased an e-bike. The analysis discovered that technological factors and financial factors are identified as most significant factors while planning to purchase e-bike, along with psychological and enthusiasm factors. Study offers insights for e-bike manufacturers and marketers on successfully targeting and appealing to customers based on their priorities and preferences in India.